The top 10 international Pay Per Click Industry News from May 16 to 23, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) The most important news announced at Google Marketing Live 2025
A selection of the most interesting POW emerged in the comments to GML25 (held on May 21)
https://support.google.com/google-ads/answer/16290177 (official Google announcements)
https://www.linkedin.com/feed/update/urn:li:activity:7331211470862467072/ (recap by Ginny Marvin)
https://savvyrevenue.com/blog/google-marketing-live-2025/ (comments by Andrew Lolk)
https://www.linkedin.com/feed/update/urn:li:activity:7331674518731542529/ (Luigi Sciolti on “Virtual Try-on”)
https://www.linkedin.com/feed/update/urn:li:activity:7331959034368921600/ (Thomas Eccel always on Virtual Tray-On)
https://www.linkedin.com/posts/georgizayakovperformancemarketer_gml-2025-top-feature-highlights-activity-7331200938281476096-m8dI/ (highlights by Georgi Zayakov)
2) What to expect from the introduction of AI Overviews in Google Search
A usability study by Kevin Indig and Eric van Buskirk on user reaction to AI responses in searches shows CTR drops of up to 66%
https://www.linkedin.com/feed/update/urn:li:activity:7331673733079760896/ (Thomas Excel)
3) Value rules in MetaAds
Nice posts by Jon Loomer and Michael Vittori that highlight the features of the new feature and hypothesize real use cases
https://www.linkedin.com/feed/update/urn:li:activity:7331693572498309121/
https://www.linkedin.com/posts/michaelvittori_metaads-marketingdigitale-digitaladvertising-activity-7331216761712697344-Lkhp/
4) Everything you want to know about the new AI Max campaigns for research
Ginny Marvin answers 50 questions about the new campaigns during a PPC Chat community session with Julie Bacchini
https://officialppcchat.com/2025/05/15/your-ai-max-for-search-campaigns-questions-answered-with-google-ads-ginny-marvin/
5) Customer lists for search can now be used with only 100 users
Navah Hopkins & Boris Beceric noted that now customer match lists can also be of only 100 users and not 1000 (as for cookie-based audiences)
https://www.linkedin.com/feed/update/urn:li:activity:7331270167869440001/
6) All the details on the new channels report in PMax
Mike Ryan analyzes in detail the new information (and the holes) in the UI of the new reporting in Performance campaigns Max
https://www.linkedin.com/feed/update/urn:li:activity:7331657541489180673/
7) Reddit launches dynamic product ads
It is now possible to use dynamic product banners also in Reddit
https://www.business.reddit.com/blog/dynamic-product-ads-launch
8) Linkedin launches Company attribution in RAR
In LIAds it will be possible to define a unitary attribution for different employees of the same company through the Revenue Attribution Report tool
https://www.linkedin.com/pulse/unlock-pipeline-growth-revenue-impact-attribution-enhancements-u9y0c/
9) Amazon attribution tool is on its way (in Beta)
Alex Patt describes the advantages of the new tool for attributing conversions to the different external advertising channels that point to product pages on Amazon
https://www.jumpfly.com/blog/bridging-the-gap-using-amazon-attribution-to-drive-e-commerce-growth-with-ppc/
10) MicrosoftAds report builder
Microsoft Advertising launches its own version of the custom report builder
https://www.linkedin.com/feed/update/urn:li:activity:7331660371579002880/
Extra contents
GoogleAds Benchmark 2025 for 24 industries – Wordstream
How AI contributed to shape Google SERP (from FTC trial acts) – Anu Adegbola
Microsoft re-opens waiting lists for “Ads for Social Impact” – Uprise UP
New AB testing tool among IA optimized and original product titles in GAds – Arpan Banerjee
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/ph_MfyEsi2k
Gianpaolo Lorusso
ADworld Experience founder
The Paid Search Association Is Proudly Sponsored By
